Business Development Forum
Rachel Kennedy, Business Development Manager at Kinstellar, and Charlotte Ford, who leads international business development initiatives at Charles Russell Speechlys, combined their experience as legal business development professionals and, in Kennedy’s case, as a former practising lawyer to explore how associates can develop commercial skills earlier in their careers. Throughout the session, both speakers emphasised that their work is driven by helping lawyers build stronger client relationships and become trusted advisers, particularly as AI reshapes the legal profession and places greater value on human skills.
Session Overview
The discussion challenged the traditional view that business development is something lawyers only need to consider once they become partners. Kennedy and Ford argued that business development is fundamentally about understanding clients, building trust and communicating effectively, not selling. As AI increasingly automates research, drafting and routine legal work, technical excellence is becoming an expectation rather than a differentiator. Lawyers who understand their clients’ businesses, anticipate commercial challenges and build meaningful relationships will be best positioned to create long-term value.
A recurring theme was the importance of developing commercial awareness alongside legal expertise. The speakers encouraged associates to look beyond the immediate legal matter by understanding why clients are undertaking transactions, following industry developments, reading annual reports and identifying opportunities where other practice areas may support the client. They stressed that associates often have the closest day-to-day contact with clients and therefore play a significant role in shaping the client experience. Rather than viewing business development as an additional responsibility, they encouraged firms to integrate it into everyday legal practice through communication skills, curiosity, and proactive client engagement.
The conversation also explored how firms can create environments where associates feel confident developing these skills. Both speakers highlighted the importance of practical experience over classroom training alone, recommending that firms involve associates in client planning, networking events, international relationship programmes and business development initiatives from an early stage. Audience discussion reinforced the need for supportive cultures where younger lawyers are encouraged to ask questions, build internal and external networks, and develop confidence through real-world opportunities. Ultimately, the speakers argued that firms investing in these capabilities today will build stronger client relationships and more commercially minded future leaders.
Key Takeaways
- Business development is not about selling it is about becoming a trusted adviser through stronger relationships and commercial understanding.
- As AI commoditises technical legal work, communication, trust and client relationships become increasingly important differentiators.
- Associates should actively learn about their clients’ businesses by following industry developments, understanding commercial objectives and identifying opportunities to add value.
- Firms should provide practical opportunities for associates to participate in networking, client planning, international programmes and business development activities.
- Confidence develops through experience; lawyers do not need to have every answer but should demonstrate curiosity, follow through on commitments and communicate effectively.
- Investing in business development skills early helps create stronger lawyers, stronger client relationships and future firm leaders.
